Ten Steps to Launching Your Mobile Strategy
Transcript of Ten Steps to Launching Your Mobile Strategy
8/6/2019 Ten Steps to Launching Your Mobile Strategy
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Ten Essential Steps
to Launching
Your Mobile Site
NENPA
October 21st
Arthur Howe,
CEO Verve Wireless
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Step 1: Understand that Mobile will be the No. 1 screen
for news and advertising.
Microsoft platform(Q4,2010)
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What industry trends are telling us
* Morgan Stanley
The number of
mobile internet
users around the
world will
exceed desktop
internet users by
2014*
Mobile web
usage growing
34% annually.
One third of people already
read news on
devices --Pew
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$57 Billion in 2014 70% of Total Online(Borrell)
Mobile Web Advertising Forecast
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STEP 2: Recognize that mobile is essential future
for local media
*TRADITIONAL NEWSPAPER MODEL ISNT
WORKING TOO WELLANYWHERE.
*REAL, BREATHTAKING CHANGE IS NEEDED TO
SURVIVE THE NEW MEDIA ECONOMY.
*RIGHT NOW, INTERNET CATCH-UP PLAN
ISNT WORKING.
MOBILE IS THE CHANGE AGENT FOR NEXT
GENERATION PUBLISHING.
* ALLOWS PAPERS TO BECOME THE LOCAL
INFORMATION UTILITY
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Step 3: Recognizemobile is not Internet LiteProfusion of mobile platforms and operating systems
Mobile Web Apps
Carriers OS¶s
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Step 4: Obtain corporate buy-inDemand sufficient resourses for Mobile Strategy.
National Local Percent of
Market (in millions) (in millions) Total total on-line
Albany-Schenectady-Troy NY $33.94 $4.26 $38.20 11.60%
Bangor, ME $4.27 $0.54 $4.81 15.60%
Binghamton, NY $5.55 $0.70 $6.25 14%
Boston, MA $276.56 $34.67 $311.24 24.50%
Buffalo $34.02 $4.26 $38.28 14.70%
Burlington Vt-Plattsburgh NY $18.12 $2.27 $20.39 14.90%
Portland-Auburn ME $20.81 $2.61 $23.42 $14.90
Presque Isle ME $0.52 $0.06 $0.58 11%
Providence RI-New Bedford MA $52.24 $6.55 $58.79 26%
Rochester NY $29.90 $3.72 $33.41 21%Syracuse NY $22.57 $2.83 $25.40 17%
Utica NY $5.50 $0.69 $6.18 16%
Watertown NY $3.74 $0.47 $4.12 17.20%
**Borrell Associates Mobile LA$R
New England Mobile Local Revenues by DMA
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Multiple technology layers to deliver content
Sites & Applications
Messaging
Videos and Images
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Step 5: Appoint a Mobile Manager
� Requires a Mobile Manager at the director level orhigher that has access to publisher and can obtain
cooperation of internet technology staff and digital
advertising team.
� Make sure mobile isnt part-time diversion of the
web guy.
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Step 6: Dont try this at homeHas never worked. Anywhere
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Avoid ReadyShootAim tactics.
Step 7: Develop a Strategy
Messaging
Photos
Applications
Mobile Sites
Video
Advertising
Reporting
?
Do I Need
Mobile Weband Apps?
Who manages
the advertising?
What if I get
diff erent
reports?
Whos going to
manage all
this?
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Need a system to manage news and advertising
across all platforms, all devices
Building a mobile application is expensive:Identifying, hiring, and managing mobile developers is difficult and costly
Building a mobile application is time intensive:
Native applications can take months to develop and standards are constantly evolving
Hosting and maintaining an application is complicated:Customer service, trouble-shooting, maintaining f eeds and servers requires f ull-time atten
Upgrading, improving and adapting requires constant attention:Experience, innovation, and a strong team are required to keep your app competitive
Apps for multiple platforms require multiple vendors with different expertise:Multiple vendors can cause consistency issues, posing problems for users and advertisers
Avoid The Dark Side of mobile and partner with technology partner who
does it ALL
Strategy is to get in the market quickly without heavy investment and time sync.
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Step 8: Offer more than just headlines.
Pizzazz works!
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Citizen Journalism works
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Keep it fun!
Sports Videos
Beer Week Citizen News Pet Photos
Fan Photos WallpapersDoppler Radar Facebook
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Step 9: Above all Keep it Local
Leverage your brand.
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Local media will own mobile
News and local info key mobile web driver
� 65% of mobile content consumed is local
� Mobile news generate highest frequency of use
� Breaking News ± a mobile killer app
� New media to generate 22% of local advertising revenue by
2013
� Trusted local brands
� Leading source of news and information
� Local ad sales force ± 150,000 in US
Mobile Offers New Local Audiences
80% of local content providers believe that mobile will be their main distribution channel within 3
years.
09
(Center for Media Research Annual Study)
40% of local content providers believe that mobile may be significant some day 08
Sept.
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Step 10: Include Local advertisingLocal ads alongside local content improves the mobile experience
Rich MediaNational Local
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Step #11: Think about charging
� Mobile off ers best possibility for digital subscription.
� Immediate, efficient.
� Can be customized/personalized into content
channels.
� Valuable advertising tie-ins like FSIs.